Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Consumer Health in Serbia

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Executive Summary

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Self-medication becomes more common due to stressful modern lifestyles

In 2018, an increasing number of consumers in Serbia chose to self-medicate rather than pay a visit to the doctor when facing minor health issues. This naturally had a positive effect on OTC sales, with the consumer health industry thus posting relatively strong current value growth.

Value growth slows slightly in 2018 but remains healthy

Overall, consumer health in Serbia posted a healthy performance in 2018. Although current value growth was slightly weaker than in 2017 and slower than the review period average, it remained solid.

No major changes seen in the competitive landscape

There were no major changes seen in the consumer health competitive landscape in 2018. The leading player Galenika maintained its leading position.

Drugstores/parapharmacies strengthens its position at the expense of chemists/pharmacies

The distribution channel which saw the heaviest decline in consumer health in 2018 was chemists/pharmacies. The channel continued to command by far the highest value share but lost ground for several reasons.

Growth of consumer health expected to slow over the forecast period

Despite the fact that general economic indicators in Serbia, such as disposable income and consumer confidence, are expected to be positive over the forecast period, consumer health is anticipated to witness a slowdown, with growth weakening year-on-year.

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